Here’s to the hands-on shopping experience

The following comments from RetailWire shed some light on The Apple Store shopping experience. The well-designed way in which shoppers are encouraged to interact with the merchandise is something a lot of other retailers can learn from. It’s one clear way that retailers can combat the growth of “showrooming”:

Car dealers figured out a long time ago that shoppers are more likely to buy after a test drive. So it doesn’t take a moment of genius to figure out that the same principle will apply in the Apple Store. The only surprise is the failure of competitors to provide the same sort of interactive experience, because the benefits are obvious.

Aside from the interactive environment of the Apple Store, the simplicity of the process is another loyalty-building strength. I bought a new MacBook Pro for my college-age daughter last week — because she knew what she wanted (not the retina-display model, thankfully), the Apple sales associate made the entire process as efficient as possible. He was absolutely focused on our satisfaction even in the middle of a very busy store.


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